Monteith's Crushed Apple Cider and Crushed Pear Cider was a premium product in a massively competitive market. New cider brands had flooded the category, making maintaining price premium and market share a huge challenge.
Monteith's needed to rise above the clutter and stand for something. Something that would differentiate it from the rest.
So we placed simple twigs in our 12 packs of cider, and waited to see what would happen.
Conversation and buzz happened. Across media, social media and at the water cooler. We then put out a public apology on billboards and online banners. We apologised not only for the twigs, but for the fact that we use real fruit in our cider. We were able to ensure that Monteith's stood for fresh fruit, and stood apart from the market, resulting in growth that was well ahead of the market and, ultimately, an increase in market share.
OTHER CONTRIBUTING COMPANY
Media Agency: Spark PHD
CREDITS OF PEOPLE
Nick Worthington, Creative Chairman, Colenso BBDO
James Tucker, Art Director, Colenso BBDO
Simon Vicars, Copywriter, Colenso BBDO
Aaron Turk, Creative, Colenso BBDO
Marcelle Baker, Group Account Director, Colenso BBDO
Saya Tran, Account Director, Colenso BBDO
James Cummins, Account Manager, Colenso BBDO
James Hurman, Planning Director, Colenso BBDO
Sheriden Derby, Agency Producer, Colenso BBDO
Clare Morgan, General Manager - Marketing, DB - Monteith's
Rene De Monchy , Consumer Marketing Manager, DB - Monteith's
Jennie Macindoe, Monteith's Marketing Manager, DB - Monteith's
Alex Florian, Assistant Brand Manager, DB - Monteith's
Steven Boniface, Photographer(fruit), Steven Boniface Photography
Simon Harper, Photographer (bottle), Harper, Photographics Ltd
Kevin Hyde, Retoucher, Imagecraft
Mike Davison, Designer (independent)